The Catalyst
Renu Oberoi is a couture jeweller out of Mumbai, with a reputation built across decades and across collections. The brand was going through a rebrand and brought Ivamo in for the website refresh. The brief sat in front of us. Pret, jewellery, high jewellery. Each with their own collections, each with their own identity. None of them belonged inside a standard grid. A grid would have flattened what makes the work singular. The website needed to hold all of it, on its own terms.
The process moved across disciplines at once. Art direction, UI/UX, production, post, and development, all held under one engagement.
The objective was to build a digital home where every collection could exist in its own universe, without losing the house that holds them.
Every decision was shaped by the tension between coherence at the brand level and individuality at the collection level.
The Base
To make every collection hold its own universe, we built the imagery from scratch. Three days of shooting, three categories of work, over 9 collections and 7 high jewellery pieces, all directed end to end. Ecom shots, model shots, campaign stills, motion. Each collection received its own brand universe through the lens. The art direction shifted by collection, but the studio's hand stayed steady through all of it.
The website was built to carry that same logic. Pret, jewellery, and high jewellery each got their own product experience, designed around how each kind of buyer actually interacts with the work. The build runs an international and an Indian store from a single system, with inventory management and market-specific pricing handled across both. Every page of the site was made to hold the same range as the studio's work, without flattening any of it.
Through this build, IVAMO Studios helped Renu Oberoi enter her next chapter online, with every collection holding its own universe inside one digital home. The result is not just a website, but a couture experience translated to the screen, made for the people who recognise the work at first sight.
